How about Hightail-ing it?

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Silicon Valley startup YouSendIt, which began as a file sharing and storage company, is getting a corporate makeover. YouSendIt comes off, and Hightail gets papered on.

And that’s not the only change Chief Executive Brad Garlinghouse is making as he competes more directly with larger startups Dropbox and Box. Hightail will now offer unlimited storage for its paying customers, 90 percent of which are corporations and small businesses.

Garlinghouse decided to get a jump on competition with the new offer as he feels storage is fast becoming a commodity. Also, the former Yahoo executive had seen this game played in the email space year ago when Google’s gmail robbed Yahoo mail of its momentum – by offering far more storage.

Hightail is also considering partnering with some of the larger companies — many of which have reached out to him –to expand its reach. Garlinghouse, however, would not name any of them.

With 43 million users and $57 million in revenue, the rebranding better reflects the firm’s expanded suite of products that goes well beyond just filesharing and storage. said Garlinghouse, who has overseen a 35 percent to 40 percent growth in users since he joined Hightail just over a year ago.

The CEO – who is also the author of the famous Yahoo memo dubbed The Peanut Butter Manifesto– said he had considered many names before settling on the scrappy “Hightail.” He also consciously avoided going with anything that had the word “box” in it.

“The simple view is that there are a lot of noisy competitors like Box, Sync, Share,” he said. “We wanted to be distinctive in the market.”

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Poornima Gupta writes about technology out of San Francisco, covering consumer and enterprise device makers Apple, HP and Dell. She previously spent five years in Detroit covering the crisis-ridden U.S. automotive sector that resulted in two of the biggest bankruptcy filings in the industrial world. She won a SABEW award for reporting on the failed merger between GM and Chrysler, and their negotiations with the federal government.